The media list and how to use it
There are many aspects to running a PR business, but a big one is supporting a business with their press releases. It is something that is stilI will often use terminology that I use in my day-to-day business life that I forget sometimes is PR speak. If you know me well, you will know how much I hate ‘corporate lingo’ and how a lot of the language in the PR sector is used to confuse clients and get them to sign up for deals that are unrealistic.
But the terms of the PR world aren’t the corporate lingo and, for those who are getting into the world of PR, you will need to know about it. So, the big term on today’s metaphorical chalk board is… THE MEDIA LIST.
Welcome class! Here we go, a media list is a curated (often short) list of journalists and their contact details. This can be utilised for local, national, and international press. This list is often built over time and through creating positive relationships with journalists. To start with, it is often open numbers or open emails for stories and that is okay – what you need from any successful stories is to take the email of anyone in contact with you. This will help you build up a media list of your own.
From this you should be adding information for each contact, such as, what stories do they respond to (or paper/website respond to). What tone works for them and what find of stories you could tell that would get their attention. This is extremely helpful for you for the future and for when you are contact them with your stories, you can be deliberate, personal, and very clear about the story you have to offer.
Additionally, you then need to be wary of spamming. That is an absolute no when it comes to reaching out to your journalist database. You have to be personal and precise when contacting them. You will likely ruin your reputation if every month a journalist gets and email from you flogging a product. It won’t work. You need to be deliberate, and story based. You are thinking long-term when you are writing a story.
When you are then contacting that journalist consider:
- Choose your language carefully. Put together a short sentence where you say exactly what you do, so you don’t leave anyone guessing. Do not be too pushy with your business, it will put people off
- The audience! Who are they writing or producing for? What is the angle they want you to talk about?
- Know what your agenda is. What do you want to get across? Your key message and few other things.
- Keep your points short and clear.
- If you are talking about a book, be prepared to share the salient points. You don’t want to give too much.
- Give away your personality! Usually at the end of a show, or an article, you get the opportunity to plug your product.
Having shorter lists is probably for the better because it means you have a curated and specific list. Also, do not underestimate local press – this is where the heartland of storytelling is. It is where there will be traction within larger press if the story is good enough.
If you have been a client with me long enough, you will know how stories are the bread and butter of the PR industry. People buy and engage with businesses because they have a good story and because they know about them.
PR is the key to getting that big step, if you are interested and would like to know more sent me an email at .